Christopher Brace is a classically trained strategic consultant with shopper planning, brand management, traditional advertising, and promotions experience. As the CEO of Shopper Intelligence, he draws from this diverse background to help companies discover better insights, strengthen their shopper planning capabilities, and integrate consumer, shopper, and trade planning through insight and strategy. He is on the forefront of reshaping how brands build their go-to-market strategies so they deliver sustainable organic growth.
In this interview with FRESH on 8th April, 2014, Chris talks about how retail marketers can benefit greatly from understanding the emotional side of shoppers, because this is what triggers most of their purchasing decisions. Too much stress on quantitative analysis could lead to only half-informed decision making.